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Brand & Me

by: B. S. Wijaya

This all began one night with an urge to watch a simple, undemanding movie called “Marley and Me.” I was intrigued. When the promotion trailer was shown in theaters a few weeks before the actual film was run, it only presented a few simple scenes of a small dog running on a beachfront, chased by a few adults shouting its name: “Marleeeeyy…,” followed by the title “Coming Soon.” All so simple, so uncomplicated, and yet –for me –so intriguing.

My feelings were answered when I watched the movie and it turned out to be quite an inspiring experience. The story starts with a friend’s suggestion that John Grogan, a reporter for the Philadelphia Inquirer, buy himself a dog to give him and his wife, Jen a taste of parenthood.

The couple went to visit a local pet shop where they bought themselves a small dog – for cheap because it was unwanted – and called it Marley, after the late Bob Marley, the singer. But soon the forewarnings about the dog’s ill behavior were proved true. Marley was hyperactive and uncontrollable. It ran through the house all day, biting and tearing at almost everything that came in his sight and eating more than his normal portion of dog food. He really wreaks havoc, gets kicked out of obedience school.

But surprisingly when Jen lost her first-born baby at its birth, Marley showed his tender side, sitting quietly on Jen’s lap, allowed the brokenhearted woman to embrace it and dry her tears on its furry head. From that moment on, Jen and John gave Marley all the love he deserved as a member of the family.

Until one day, Jen, who by now had to look after two toddlers plus the unruly Marley, aired her feelings of depression on John. When John reminded her that it was all because of her own choice, Jen told him she was depressed not because she had given up her job to look after her family, but because of the unruliness of a small dog called Marley.

Now imagine. What if Marley was a consumer, chosen by us from out of so many market segments to be a target for our product’s brand. What if – when within one specific category everyone controlled the same segment – we had the nerve to choose one particular segment that few other marketers wanted?  To look after it, we create new market opportunities, but when times get rough, crisis looms and challenges emerge, when competitors intensify their attacks, we regret our own choice?  Quite a number of marketers would hastily redefine their segments or broaden their segments in order to secure their brand. But let us learn from Jen. Continue reading

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Pergeseran Paradigma ”Penjualan” ke Paradigma ”Komunikasi” dalam Pemasaran

 Oleh: B. S. Wijaya 

 

Philip Kotler dalam bukunya ”According to Kotler” (2005: 34) mengungkapkan tren-tren pemasaran baru dewasa ini antara lain: (1) dari pemasaran buat-dan-jual menjadi pemasaran kenali-dan-respons, (2) dari pemasaran massal menjadi pemasaran tekustomisasi (customized marketing), (3) dari pemasaran berbasis transaksi menjadi pemasaran berbasis hubungan (relationship marketing), (4) dari pemasaran bermediasi menjadi pemasaran langsung (direct marketing), (5) dari pemasaran satu-saluran menjadi pemasaran multisaluran (multi-channel marketing), (6) dari pemasaran berorientasi produk menjadi pemasaran berorientasi customer (customer-oriented marketing), (7) dari mengejar pangsa pasar menjadi mengejar pangsa customer (customer share), (8) dari monolog pemasar menjadi dialog customer.

Sementara Marc Gobe dalam bukunya ”Emotional Branding” (2003: 2) yang sangat inspiratif mengatakan bahwa gagasan inti untuk berhubungan dengan konsumen dan melayani konsumen sebagai makhluk yang nyata, hidup, bernapas, dan kompleks akan selalu mengalahkan gembar-gembor program pemasaran jangka pendek dan selalu menjadi kunci dalam menciptakan suatu merek yang mempunyai keberadaan emosional jangka panjang dalam kehidupan masyarakat. Continue reading


‘Dendam’ Marketing

Oleh: B. S. Wijaya, praktisi dan pemerhati Komunikasi Pemasaran, tinggal di Jakarta

 

Apa yang terjadi ketika dua tetangga saling bermusuhan? Apalagi jika keduanya jualan barang yang sama. Tentu akan terjadi persaingan ketat dalam memperebutkan pelanggan. Tidak tanggung-tanggung, kadang mereka harus banting harga serendah-rendahnya karena tidak ingin disalipi oleh sang pesaing. Mereka juga akan saling menyerang, saling membalas, saling melecehkan, bahkan saling menjatuhkan. Continue reading


NASIONALISME IKLAN

Oleh: BAMBANG SUKMA WIJAYA

Bulan ini, setahun lalu, pemerintah melalui Departemen Komunikasi dan Informatika mengeluarkan sebuah peraturan yang mengharuskan para pembuat iklan untuk menggunakan sumber daya lokal. Sumber daya di sini bukan hanya menyangkut sumber daya manusia (model, kru, kreator, dan sebagainya), tetapi juga materi dan lokasi pembuatan harus di dalam negeri. Entah ada kaitannya atau tidak dengan hari kebangkitan nasional yang setiap tahun diperingati pada bulan Mei, peraturan tersebut cukup menyegarkan. Bukan saja mengusik rasa nasionalisme kita, tetapi juga dapat ‘menyelamatkan’ dan mengembangkan sekian banyak sumber-sumber daya lokal yang seharusnya memang lebih diberdayakan. Continue reading


Tarif Murah Setengah Hati

Oleh: B. S. Wijaya

Minggu-minggu belakangan ini kita disesakkan oleh perang ‘urat syaraf’ tarif antaroperator telepon seluler. Setelah sebuah operator meluncurkan tarif termurah Rp 0,1/ detik, operator lain bergeming dengan meluncurkan tarif Rp 0,01/ detik. Sebelumnya, melalui produknya yang lain, operator tersebut telah meluncurkan tarif Rp 0 atau gratis, tapi konsumen segera tahu kalau ternyata itu adalah bonus dari program lama, bukan murni tarif. Operator tersebut kemudian ‘meralat’-nya dengan menawarkan program bicara yang benar-benar gratis di menit pertama. Namun rupanya, operator tersebut masih tetap merasa ‘gemas’ dengan mencoloknya tarif Rp 0,1 yang ditawarkan pesaingnya, sehingga akhirnya meluncurkan tarif yang lebih berani yakni Rp 0,01/ detik. Continue reading


cover-komunikologiPerang Tema dan Psikologi Publik: Analisis Strategi Komunikasi Pemasaran Politik Pilkada DKI Jakarta 2007

(The Wars of Themes and Public Psychology: The Analysis of Political Marketing Communication Strategies on the Jakarta’s Governor Election 2007)

Oleh: B. S. Wijaya

DOI: 10.13140/2.1.4879.0568

Abstract: Jakarta local elections in 2007 with the victory obtained Fauzi Bowo still left the stories and important lessons for the development of political marketing communications in the country. Fauzi-Prijanto supported by 20 parties against Adang-Dani supported by a party, but Fauzi-Prijanto only got a narrow victory, 57% to 43%. Why did this happen? This article analyzes the political marketing communications strategies both candidates and the anatomy of the consumer audience of voters based on data from research results were released in the Kajian Bulanan Lingkaran Survei Indonesia (LSI) Issue 04-August 2007. The authors found that voters in Jakarta tend to be more rational, due to information access is more widely open and easier, so as to provide good insight for citizens. Similarly, the tight life competition and better legal awareness made the metropolitan residents tend to be more courageous and critical voice their aspirations. The results of this analysis can serve as a lesson and reference to political contestants for the next campaigns. Continue reading



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